Munich. Listicles, infographics and “swipeable”
navigation, covering a wide range of fresh new topics: The relaunch of
BMW’s international brand homepage, BMW.com, goes far beyond mere
design optimisation. BMW is one of the first automotive brand
worldwide to adopt an editorial approach using Google AMP technology
to give the brand a modern, attractive media offering that is
seamlessly integrated into the media usage of fans and prospective
customers around the world.
New content, new formats
The new BMW.com is designed to address a broad audience and serves as
the central access point for a wide range of different topics from the
world of BMW and beyond. The subjects mainly revolve around mobility
and lifestyle, ranging from brand-related content to design,
innovation and performance, to areas beyond the car, such as
lifestyle, culture and travel.
There is plenty to explore: articles on electro-mobility, car-sharing
and autonomous driving alternate with interesting and entertaining
content about urban architecture, crazy traffic rules from around the
world or tips for long road trips with pets – always in a brief,
easy-to-digest format with extensive multimedia content. In addition
to traditional content, such as articles, videos and photo galleries,
easy-to-consume “snackable” formats, like listicles and infographics,
maximise the appeal to readers.
“The new BMW.com is much more than a classic relaunch. The website
has been rebuilt from scratch and illustrates how we are
systematically rethinking and rejuvenating BMW brand communications,”
explains Jörg Poggenpohl, Head of Digital Marketing BMW. “We want to
offer an informative, entertaining platform with relevant content for
all BMW fans and people who have not yet come into contact with our
brand – all in an appealing format that fits perfectly with modern
communication behaviour.”
Optimised for mobile devices with AMP and PWA technology
Page navigation is geared towards mobile devices, using PWA
(Progressive Web Apps) technology. On the new BMW.com, one swipe is
enough to get an idea of the new brand alignment. The user navigates
between animated articles in the way they are familiar with from many
smartphone apps. With full-screen videos and entertaining content, the
site has more in common with formats like Snapchat Discover and social
media timelines than classic mobile websites with a more static feel.
BMW is one of the first automotive brands to use Google’s
“Accelerated Mobile Pages” (AMP) for mobile loading in less than two
seconds. This feature with its fast access times was previously almost
exclusively available for articles from classic news providers. As a
result, BMW.com slots perfectly into the media behaviour of modern
social media users looking to kill time while waiting at the gate or
during their lunchbreak, and who prefer to consume media spontaneously
on the go.
“For search terms like ‘autonomous driving’, our editorial coverage
during the Consumer Electronic Show (CES), came out on top in Google’s
unpaid search listings, even ahead of pages like Wikipedia,” explains
Poggenpohl. “To achieve this, you need the perfect balance between
strong content, modern technology and classic search engine optimization.”
Editorial coverage with data power
The new BMW.com is more than just another brand platform with
interchangeable corporate publishing material. BMW is creating real
added value for readers by offering highly relevant content. Static
campaign orchestration, which centres more on market launches, new
models and product cycles, takes a backseat. Instead, BMW marketing
experts adopt an editorial focus, geared towards the individual needs
of fans and prospective customers.
BMW has also reorganised its marketing team. A specially-formed
content studio is pivotal to all content-related decisions. It
constantly receives input from real-time data analysis to identify
relevant content for the target group, as well as trending topics on
social media. Appropriate content can be produced and published within
a very short space of time and rolled out through all BMW digital
channels. This ensures that the BMW brand and its international online
presence are always on top of new developments and set the tone for communications.
Agencies
Jung von Matt
Territory
If you have any questions, please contact:
BMW Group Corporate Communications
Julian Hetzenecker
BMW Group Business and Finance
Communications
Communications Sales Germany and BMW Group
Marketing
Telephone: +49 89 382 39229
Email: julian.hetzenecker@bmw.de
Micaela Sandstede
BMW Group Business and Finance
Communications
Press spokesperson Sales Germany and BMW Group
Marketing
Telephone: +49 89 382 61611
Email: micaela.sandstede@bmw.de
Media website: www.press.bmwgroup.com
Email:
presse@bmw.de
The BMW Group
With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW
Group is the world’s leading premium manufacturer of automobiles and
motorcycles and also provides premium financial and mobility services.
The BMW Group production network comprises 31 production and assembly
facilities in 14 countries; the company has a global sales network in
more than 140 countries.
In 2017, the BMW Group sold over 2,463,500 passenger vehicles and
more than 164,000 motorcycles worldwide. The profit before tax in the
financial year 2016 was approximately € 9.67 billion on revenues
amounting to € 94.16 billion. As of 31 December 2016, the BMW Group
had a workforce of 124,729 employees.
The success of the BMW Group has always been based on long-term
thinking and responsible action. The company has therefore established
ecological and social sustainability throughout the value chain,
comprehensive product responsibility and a clear commitment to
conserving resources as an integral part of its strategy.
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